show me the money! >> show me the money! >> the same way netflix is telling its customers, show me the money. >> reporter: as apple, amazon and wall-mart offer stronger competition that won't necessarily be thehease forever. >> this is the big risk that netflix is taking. they built up all this capital, literally in money and in customer base, and now they can say, you know, like rhett butler in "gone with the wind." >> frankly, my dear, i don't give a damn. >> reporter: david wright, abc news, hollywood. >> hollywood movies, got to battle it out. >> yes, they do. i didn't realize how many alternatives there are to netflix. blockbuster, green zone, red box, itunes, best buy, hula. it's all over the place. there's so many options these days. >> they possibly should not have raised their prices. >> i'm sure they're regretting it. >> bad move. >> having a few board meetings to go over that decision. >> shares tumbled about 11%. >> more from abc news coming up after the break, don't go far.